If you run any kind of business, understanding the different digital marketing tools available is a must. Every move must be strategic and useful in order to fully understand the audience and their needs to develop campaigns and tactics that work. There are a number of digital marketing tools on the market designed to assist the marketing team in organisations of every size. First, you must consider why you need the tool and how it will be used. The tools listed here can assist in every element of the marketing and consumer journey. But first, let’s start with the basics.

What are Digital Marketing Tools?

Essentially, digital marketing tools are anything which takes the guesswork out of running campaigns. This can mean offering concrete data on what works and what doesn’t, or creating easier and smarter ways to reach your audience. Digital marketing tools are also helpful for knowing what’s proving to be successful for competitors in your niche, or for fleshing out the details on which kinds of campaigns are providing you the best ROI, and why. With that in mind, here are the nine essential categories of digital marketing tools which every business should at least be aware of.

1. Website Analytics

Analytics will help you determine how your content is performing on the platforms you use. Knowing what the data says will assist in creating the right content for all your audiences to keep them engaged. Here are a few tools that get the job done:


Kissmetrics is a popular analytics tool that helps to increase conversions on your websites. This platform tracks visitors who come to the site and records their entire conversion journey. Reports are available to identify these areas to make enhancements wherever needed to increase sales.

Google Analytics

Almost every marketing person uses Google Analytics for finding out who their visitors are and what they want. This marketing tool allows sales funnel tracking of your visitors in real time. More importantly, Google Analytics is a central location where you can view the success of all of your marketing campaigns in terms of driving traffic to your website. If you have Google Analytics set up right, you’ll even be able to track which channels drive the most sales.
Digital marketing tools person using google analytics
Google Analytics is probably the most ubiquitous of all digital marketing tools. Image credit: Campaign Creators

2. Website Testing

Testing your website is one of the most important elements of your entire website development strategy. The smallest change to your website can have a significant impact on visitors and revenue. Using testing tools to assess your pages helps make the right changes at the right time for the right audience:


Unbounce is used to build, change and publish new landing pages that can be tested before being introduced on a wider scale. This is a valuable CRO tool, as it allows you to figure out which messages and design elements your users respond to the best. This can have a real impact on other marketing strategies. For example, the more time you can get users to spend on your site, the healthier your SEO will be.


This tool combines digital marketing tools for visual creation and targeting, allowing the quick implementation of tests to specific users. It also has the capability to centralize customer data to determine which tests will be given to certain audiences. This is invaluable for ecommerce businesses, where even the slightest fluctuation in conversion rates can lead to massive changes in revenues.

3. Display Retargeting

Everything your customers do on the web leaves their imprint. That imprint follows them all throughout the web, with advertisements from those companies where they did not make purchases. These are retargeting ads, and can lead customers back to your site to make that purchase. Retargeting is essentially when you target an ad to users on one platform, based on their behaviour on another. Here are a couple of digital marketing tools which will help you get started doing this:


AdRoll is one of the most popular retargeting tools, with a customer base of over 20,000 brands. It is used in conjunction with major social media sites and offers help from its employees if needed.


Chango has a wide variety of retargeting features. With this platform, you can combine your own information with audience intent data the platform has accumulated to provide additional levels of targeting for your campaigns.
Retargeting process infographic
Retargeting allows you to make more sophisticated ad targeting decisions. Image credit: Tkmkt

4. Paid Social Media

Depending on how large your organisation is, or whether or not you have the budget, paid social media is usually a crucial part of any digital marketing strategy. Social media platforms help organically reach your customers but also help promote your brand to a larger audience of active users. This is a good way to pay for impressions where you know your messages will reach the masses. This is particularly important nowadays, as social media companies seek to increase their own profits by weakening bran’s ability to get much organic reach.


Nanigans is a multichannel platform, but centres on Facebook marketing. It works to make targeting more efficient and is used by some large corporations as an effective marketing tool.

Twitter Native Platform

Twitter should be included in your digital marketing strategy as consideration for advertising. The functions in this platform allow certain keywords to be identified so the user will be targeted if they tweet with that specific keyword.

Facebook Power Editor

Facebook has its own tool for the creation and distribution of ad campaigns. This is a good choice for novice marketers, as well as experienced marketers in managing advertisements. You can also use Facebook Ad Library to check out what’s worked for other brands.

5. Email Marketing

An email will always be an integral part of the consumer journey. Although one of the oldest marketing tools, it is one of the most effective. Companies continue to invest large amounts of money into email marketing software that will keep them close to the people that are interested in their brand. Here are some of the most popular digital marketing tools for email campaigns.


Hunter is a tool that allows you to find and verify professional email addresses for cold outreach. You can use it to find a specific person’s email address, or all the email addresses associated with a particular domain. Apart from finding and verifying email addresses, you can also use Hunter to set up and run outreach campaigns using your Gmail or Outlook account.


Known as one of the most powerful email marketing platforms today, MailChimp is easy to use and provides comprehensive email campaigns. It’s also incredibly easy to use, with powerful analytics, and a drag and drop template editor.


Marketo is a comprehensive solution that is powerful enough to allow the integration of email into existing automated marketing campaigns. This is an advanced solution for those marketing teams that operate on a higher scale.
Digital marketing channels email stats
Email offers some of the best ROI of any digital marketing channels. Image credit: Oberlo

6. Video Hosting

Video content is definitely one of the continuously growing elements of digital marketing. Facebook has live video streaming, and so does Twitter and Instagram. Having videos on your site and integrating them into your marketing channels increases engagement and viewership. However, it’s generally not a good idea to host videos directly on your site. This will slow down your load speeds and harm your SEO. Knowing which tools that will make the experience user-friendly is key:


Vimeo is widely used by both individuals and businesses for high-definition, ad-free videos. Think of Vimeo as being a bit like YouTube, without all of the members of the public stumbling upon your videos.


Wistia is not widely known but is effective in hosting, customising and sharing videos across the web. It caters to personalisation, with the ability to add a custom CTA at the end of each individual video. This customises and personalises the consumer journey.

7. Content Creation

What is a website without content? There are a number of content formats – infographics, blogs, videos, and more. Knowing how to create your content in the most aesthetically pleasing, yet informative way will keep your brand in the limelight while attracting larger audiences. Here are some of the top tools for a range of different kinds of content marketing.

Landscape by Sprout Social

This platform resizes images for social media based on each requirement. Every social media platform has unique size requirements, which constantly change. Being able to have the right sized picture for your platforms saves time and money. This makes landscape one of the truly indispensable digital marketing tools.


Canva is quickly becoming the go-to destination to create unique images. If you do not have an in-house graphic designer, this is a platform that will provide the imagery you need with crisp, clear images. Already have an image that needs to be touched up? Canva can handle that as well.


Have content but need an image? Visual.ly creates images based on the project, pairing it with the content provided for great imagery that works.


Graphic Design Tool for non-designers, thanks to the simple UI and Drag and drop feature that makes Desygner fast and easy to use. With many features free to use, Background Remover, Resize Image and many more. Desygner also has Royalty Free Images and access to 120+million shutterstock images. One oif the best tools free to use, you can do it all with Desygner.

8. Content Curation

Sometimes, it’s difficult to have enough original content to share with your audiences. However, social networks privilege brands which post consistently, so this can be a double edged sword For variety, you can use a content curation tool that will give you unique content based on topics you choose. These can be integrated into your feed so you will always have content to share:


Scoop.IT finds and shares content to your social platforms, blogs, websites and more. All you have to do is set it up with the kinds of content you want to curate, and integrate it with your other platforms.


Your marketing team may have a number of buyer personas. Kapost allows the marketer to assign different pieces of content to each of your buyer personas to help with conversions.
Digital marketing tools content curation process
Content curation tools automate the process of finding things to post about on social media. Image credit: Ross Simmonds

9. Search Engine Optimization

Every organisation or person involved in digital marketing has SEO on their radar. With SEO tools, you can track your rankings, assign keywords, localize your listings, build links, and more. There are some powerful SEO tools on the market that can enhance your digital marketing strategy and make things a lot easier:


Moz is a top performer in the SEO tool market. They offer two different products that focus on SEO and localising your market. Very simple to use, marketers can get the information they need in a seamless platform.


Semrush tracks the competition, examining their backlinks and rankings. The platform also has the ability to conduct a competitive analysis to see where you stand against their efforts. These are just some of the digital marketing tools available to enhance your digital marketing strategy. There are also tools for affiliate marketing, customer service, and organic social media. While you may have heard of some of these or some other ones that were not mentioned, all of these digital marketing tools are top-notch platforms for businesses of any size. If you need advice on any aspect of using digital marketing tools, contact ProfileTree today.

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